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Print Media Continues to Show Resolve in Light of Emerging Digital Platforms

While many industry analysts continue to focus on the growing popularity of social media as a platform for business marketing and public relations, many are neglecting the persistent reliability of print in attracting prospects.

For example, a survey released this week by BIA/Kelsey and ConStat found that small businesses' use of the micro-blogging sensation Twitter more than doubled between the third quarter of 2009 and the fourth quarter of 2010.

However, the same survey found that while Twitter usage grew, the number of small firms using traditional print yellow pages – already at a much higher rate than Twitter – remained level.

From Q3 2009 to Q4 2010, Twitter usage among SMBs grew from 9 percent to 19 percent, while yellow pages stayed at 29 percent.

While this survey focused on the marketing appeal of print versus digital mediums, another recent survey found similar findings for the print media market. British PR firm Eurocom Worldwide reported that its survey of more than 660 technology business executives from around the world found 70 percent of them claimed to read print journals at least once a month.

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